Tailoring content and media for the candidate journey
Identify your target audience
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Implement lead
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Why Identifying Your Target Audience is Key to Success
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Tailoring your message to your target audience
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The role of demographics in identifying your target audience
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Understanding the candidate journey is crucial for talent professionals. Candidates seek different information at each stage, and providing the right content at the right time can significantly enhance the candidate experience and attract top talent. Here's a detailed guide to tailoring your content and media to meet candidate needs throughout their journey:
Awareness Phase:
In this initial phase, candidates are looking for a broad overview of your company. They want to understand what your company does, its mission, and the overall work environment. This is the stage where you can make a strong first impression and spark interest in your company.
- Goal: Make a strong first impression and spark interest in your company.
- Effective Media: Social media posts, short videos, digital ads, company culture blogs, employee spotlight articles, virtual tours, podcasts about company values, interactive quizzes, branded content, thought leadership articles, industry trend reports.
- Tools: Hootsuite, Canva, Animoto, BuzzSumo, LinkedIn, Twitter, Instagram, Facebook Ads.
Research Phase:
At this stage, candidates are seeking detailed information about your company's history, stability, future growth plans, leadership, and team dynamics. They want to know if your company is a place where they can see themselves thriving in the long term.
- Goal: Provide detailed information about your company's stability, growth, and team dynamics.
- Effective Media: In-depth blog posts, LinkedIn company profile highlights, "day in the life" videos, employee testimonials, webinars, infographics, case studies, whitepapers, eBooks, Q&A sessions.
- Tools: WordPress, LinkedIn, Vimeo, Piktochart, Zoom, Google Analytics, SEMrush.
Application Phase:
Candidates are looking for clarity on the hiring process, what the onboarding experience is like, and what kind of career progression they can expect. They want reassurance that their application will be handled fairly and that the company offers opportunities for growth.
- Goal: Offer clarity on the hiring process and career opportunities.
- Effective Media: FAQ sections, detailed job descriptions, email campaigns, virtual job fairs, application walkthrough videos, career progression charts, interactive application guides, online forums, chatbots.
- Tools: Mailchimp, Typeform, Zoom, Trello, Google Forms, SurveyMonkey, Slack.
Selection Phase:
In this phase, candidates are looking for insights into the company's core values, its impact on the industry or community, and the criteria used for selection. They want to feel that their values align with the company's and that they will be a good fit for the role and the team.
- Goal: Provide insights into the company's values and selection criteria.
- Effective Media: Personalized emails, virtual meet-and-greets, company achievement stories, value-driven social media posts, behind-the-scenes videos, employee advocacy content, talent community forums, diversity and inclusion reports.
- Tools: Constant Contact, Slack, Sprout Social, Glassdoor, LinkedIn, Hootsuite, Canva.
Decision and Onboarding Phase:
Now that candidates can envision themselves in the role, they may take a step back to reassess their decision. They are looking for information on inclusion, diversity, the sense of community, opportunities for learning and growth, work-life balance, and elements of fun in the workplace.
- Goal: Reassure candidates about their decision and prepare them for onboarding.
- Effective Media: Welcome packets, introduction videos, onboarding guides, diversity and inclusion reports, learning and development resources, team collaboration tools, work-life balance testimonials, employee handbooks.
- Tools: BambooHR, Asana, Adobe Spark, Microsoft Teams, Google Workspace, Dropbox, Slack.
